15. Can’t go past the goal funnel reports
• Absolute staple
• Start from the highest
abandonment pages
16. Top landing pages
• Another staple report
– Content
– Site Content
– Landing pages
• Go for high-traffic, low
conversion rate pages
17. Find out how much traffic you need…
• Use traffic values to pages for your sample
estimation:
• http://visualwebsiteoptimizer.com/ab-split-
test-duration/
23. See which links are used
• Maybe my headlines need some work:
Visitor, Y U NO click
blog post!?!
24. Sometimes, outbound links tell you
what visitors want to see on the page
Tons of heat on
this button…
Adding “What we
cover” to this
page sold $20K in
policies each
month
25. In-page Analytics is semi accurate
• Enhanced link attribution helps distinguish
between multiple links to same page
• Go here to install it:
– https://support.google.com/analytics/answer/2
558867?hl=en&ref_topic=2558810
27. But Rooooooob…. Optimizely does this
already
Well… GA has some tricks up its sleeve:
1. Reports and filters – already setup
2. Redundancy + retroactive reporting
3. Keep your tool/agency “honest”
28. Plus - All the cool split test tools do it…
• Optimizely
• Visual Website Optimizer
• Cohorts.js (my personal favourite)
• Unbounce
29. Just collect the data and crunch it in
your favourite calculator
• http://www.optimisation
beacon.com/tools-
tweaks/graphing-abn-
split-test-calculator/
30. OK. There’s more to it, but read my
latest post (when it’s live)…
33. Which fields are scaring customers?
Field Visits Abandonments
Name 1992 5.82%
Email 1876 5.54%
Number 1772 27.37%
Postcode 1287 6.92%
Conversions 1198
34. Fewer fields are better… usually
Hint: Pre-fill “difficult” fields
35. The code to track form fields
• Here’s the code (trivial to add via Google
Tag Manager):
https://github.com/MartijnVisser/form-
tracker/blob/master/form-tracker.js
• Note: Requires jQuery
36. Lead gen sites: Track actual sales
• You can do this by tracking lead IDs and
your split tests in GA…
Split test
variation
Lead ID
Google
Analytics
CRM /
Sales
Database
http://www.optimisationbeacon.com/analytics/track-leads-from-traffic-source-to-
point-of-sale-in-google-analytics/